--- title: "What is event marketing? Meaning and where it leaks | OMB" description: "Event marketing is using events such as webinars, masterclasses and workshops to win clients. What it is, how it works and where it goes wrong." url: https://onlinemarketingbakery.com/en/knowledge-base/event-marketing/ language: en updated: 2026-11-08 --- > Markdown version of https://onlinemarketingbakery.com/en/knowledge-base/event-marketing/ for AI agents and LLMs. The HTML page is the leading version. Overview of the whole site: https://onlinemarketingbakery.com/llms.txt Knowledge base # What is event marketing? In short **Event marketing is using events, such as webinars, masterclasses, workshops, seminars and knowledge sessions, to win new clients. You show what you know, build trust and make the people in the room an offer for a next step.** Also known as: event-based marketing, webinar marketing, events marketing, marketing with events. Event marketing comes down to one question: what does this event deliver? Not in likes or sign-ups, but in conversations and clients. ## How event marketing works An event that sells goes through four steps. We call it the Sold-Out Recipe: 1. **Dough:** a crystal-clear offer. What can someone buy after the event, and why now? 2. **Rise:** fill the room with your buyer, through email, LinkedIn, outreach and ads. 3. **Oven:** make sure the people who signed up actually turn up, with reminders by email and WhatsApp. 4. **Counter:** make the offer, and follow up until it’s a yes or a no. ## Where event marketing usually leaks In two places. The room isn’t full: too few sign-ups, or people who sign up and don’t show. Or the room is full, but nothing sells: everyone goes home inspired, with no next step. Most event marketing focuses on the first leak. But a full room is the start, not the finish. Explained by Rubin Koot, Online Marketing Bakery. Updated 13 October 2026. In the Sold-Out Recipe Event marketing belongs to **Counter: selling and following up**. [This is how the recipe works](https://onlinemarketingbakery.com/en/how-we-work/). Together the four steps make up [event marketing the way we do it](https://onlinemarketingbakery.com/en/event-marketing-agency/): a full room that also buys. Related terms - [Webinar](https://onlinemarketingbakery.com/en/knowledge-base/webinar/) - [Sales funnel](https://onlinemarketingbakery.com/en/knowledge-base/sales-funnel/) - [Lead magnet](https://onlinemarketingbakery.com/en/knowledge-base/lead-magnet/) - [No-show](https://onlinemarketingbakery.com/en/knowledge-base/no-show/) Further reading - [Event marketing at OMB](https://onlinemarketingbakery.com/en/event-marketing-agency/) - [How to organise a webinar: the step-by-step plan](https://onlinemarketingbakery.com/en/how-to-organise-a-webinar/) - [A webinar that sells](https://onlinemarketingbakery.com/en/blog/webinar-that-sells/) [← All terms in the knowledge base](https://onlinemarketingbakery.com/en/knowledge-base/) Questions ## Questions about event marketing. What is the difference between event marketing and organising an event? Organising an event is about the day itself: the venue, the tech, the programme. Event marketing is about what the event has to deliver: the right people in the room, and an offer they take you up on afterwards. Does event marketing work online too? Yes. A webinar or online masterclass is an event too. The recipe is the same: an offer, a full room, people who actually turn up, and follow-up. How do you measure whether event marketing works? Four numbers per event: sign-ups, viewers or attendees, conversations and revenue. That shows you exactly where it leaks. ## Your next event deserves a room that buys. Book a one-hour baker's chat. We figure out where your room leaks. If it's not for you, we'll tell you. [Book your baker's chat](https://calendar.app.google/xxHsojnQL4A574Me7) [Take the leak test](https://onlinemarketingbakery.com/en/leak-test/start/) You talk directly to Rubin, the head baker.